Market Research and Analysis
by Donald R. Lehmann
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Textbook on marketing research and analysis - covers basic concepts of research method and information sources, data collecting, (incl. Survey design, measurement and scaling major research suppliers, samples, coding, etc.), Data analysis (incl. Multivariate and regressional analysis, multi-attribute modeling, etc.), And application e.G. Marketing forecasting, product research and industrial marketing research. Bibliographys at chapter ends, diagrams and graphs.Tags
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